Jane Buckingham stressed learning what makes the youngest adult consumers tick to market and sell to them effectively.
Knowing what your customer wants translates to more sales, but at times it can be hard to know your customer. Not just what they buy in your store, but what makes them tick. Jane Buckingham spoke on “Bridging the Generational Divide: Reaching Tomorrow’s Consumer,” during this morning’s sessions at the Dairy-Deli-Bake Expo.
Buckingham focused mainly on Gen Y or Millennials, those born between 1980 and 1995, which are the youngest “adult” generation. Gen Y-ers are the most diverse generation to date in the United States-one in three of them are a member of a minority group. However, they are the same generation to be the most the same across the globe. They account for 1.7 billion of the population. For comparison, Gen X (born between 1965 and 1979) number 45 million.
When marketing to a group of consumers, especially based on age, you need to consider what shaped them. Gen Y grew up entitled and winning trophies for not winning–everyone who participated was a “winner.” Parents tried to instill self-confidence through constant praise, which led to under performance and they are often surprised when they are asked to do more both as consumers and employees. They want to be listened to.
By understanding these generational quirks, you can market to them effectively. They are looking to learn and are hungry for information, so teach them something. Offer classes on how to make your product or how best to pair your product with other meal elements. Remember that they grew up online, so use resources they are familiar with, such as video. Instead of hosting an on-premise seminar, record it and post it on YouTube.
Buckingham also suggested that retailers “be the boss.” Tell Gen Y the best way to enjoy your products. They are looking for someone to tell them what to do and help them make choices.
But when instructing them on what to buy, be authentic and truthful. They are very wary of “advertisements” but they can be easily swayed.
Make them feel wanted by listening to them. For example, allow customers to choose the bread of the month or the muffin of the day. They like to feel empowered, but yet you can still tell what to buy with the suggestion that the product of the week is what they need to buy.
Most of all remember to brand across multiple media platforms. They have experienced technology all of their lives and they look everywhere for the information they want.
